Best Time to Post on Social Media

Dec 8, 2023 | Social Media

The landscape of social media continues to evolve, making the timing of posts more crucial than ever. Hootsuite’s comprehensive analysis provides a guideline for the best times to post on various platforms in Eastern Standard Time (EST). For a general approach, the peak time is identified as Mondays at 12:00 PM EST. However, each social media platform has its own unique optimal timing, such as 1:00 PM EST on Mondays for Facebook, and similar specific times for Instagram, Twitter, LinkedIn, and TikTok.

While these times offer a solid starting point, especially for new social media accounts, they are not one-size-fits-all solutions. The effectiveness of these times can vary widely based on the specific audience and content type. For more personalized results, Hootsuite recommends using its analytics tools to identify the best times based on the specific behaviors of your audience.

Platform-Specific Best Times

Each social media platform has its nuances and audience behaviors, making their optimal posting times distinct. For instance, Facebook shows the best engagement at 1:00 PM EST on Mondays, while Instagram peaks at 12:00 PM EST on the same day. Twitter, known for its focus on current events, shows a preference for Friday postings at 12:00 PM EST. LinkedIn, a professional network, sees more engagement for posts made at 4:00 PM EST on Mondays. Lastly, TikTok, with its unique audience and content style, has its best time at 4:00 PM EST on Sundays:

  • Facebook: 1:00 PM EST on Mondays
  • Instagram: 12:00 PM EST on Mondays
  • Twitter: 12:00 PM EST on Fridays
  • LinkedIn: 4:00 PM EST on Mondays
  • TikTok: 4:00 PM EST on Sundays

These platform-specific times are influenced by various factors, including user behavior, content type, and the platform’s algorithm. Eileen Kwok, Hootsuite’s Social Marketing Coordinator, advises experimenting with different posting times to find the sweet spot for your audience. This approach is especially crucial for newer accounts that are still learning about their audience’s preferences and behaviors.

The Role of Algorithms and Audience Behavior

The algorithms of social media platforms, particularly Twitter and Instagram, prioritize recent content, making it essential to post when your audience is most active. Understanding your audience’s online behavior can significantly enhance the visibility and engagement of your posts. Trish Riswick, Hootsuite’s Social Engagement Specialist, notes the disappointment of a well-crafted post not achieving the expected reach due to poor timing. To mitigate this, she recommends focusing on the times when your audience is most likely to be online.

For platforms like Facebook, which nearly half of all users check multiple times a day, there are several windows of opportunity throughout the day to capture your audience’s attention. The key is to consider when your target audience typically scrolls through their feed, keeping in mind the differences in time zones.

Adapting Strategies for Different Platforms

Instagram and Twitter, while similar in their emphasis on recency, differ in their optimal engagement times. Instagram tends to garner the most interaction early in the morning for brand accounts, but personal accounts often see better results in the evenings. Twitter, on the other hand, finds success with morning posts, aligning with the times when users are more likely to engage with news and current events.

LinkedIn’s audience behavior is slightly different, with a mix of morning and afternoon posts showing success. The platform’s user base, comprising professionals and young executives, interacts differently with various types of content throughout the day. TikTok, with its unique algorithm, requires patience and strategic timing, as posts may take up to 24 hours to fully circulate.

Leveraging Tools and Continual Testing

Hootsuite offers a ‘Best Time to Publish’ feature that provides tailored recommendations for optimal posting times. These suggestions are based on your past performance and tailored to your unique audience, considering their activity patterns on social media. This tool is particularly helpful for identifying the best times to post based on specific goals like extending reach, building awareness, increasing engagement, or driving traffic.

Continuously testing and adjusting your posting strategy is crucial in the ever-evolving landscape of social media. Trends, user behaviors, and platform algorithms change, necessitating a flexible and dynamic approach to social media strategy. Hootsuite recommends regularly experimenting with different times and types of content to discover what resonates best with your audience.

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